Italy is renowned worldwide for its quality, beauty, and sophistication—an undeniable truth. In celebration of these virtues and the value of rediscovering them, Milano Home continues its Grand Tour across the regions of Italy, showcasing the nation’s exceptional craftsmanship. This precious and timeless resource is something to be cherished and explored every day.
After focusing on glass, we now arrive at the second stop on this journey: a material that can be both humble and refined, both commonplace and exquisite. We’re talking about wood, particularly olive wood, perhaps one of the most emblematic trees of the Bel Paese. This remarkable resource will be presented by two companies dedicated to its craftsmanship, with care and devotion worthy of master artisans.
Introducing Aliva Wood, a company deeply respectful of its raw materials, committed to crafting all its products using “living wood,” and Arte in Olivo, a family business that seamlessly blends past and present. Over decades and generations, their unifying theme has been their expertise in wood craftsmanship.
Aliva Wood is a brand divided into two branches: Aliva Design, which produces home furnishings, and Aliva Panel, which manufactures furniture and paneling—all crafted exclusively from 100% wood sourced from living trees.
But what does “living trees” mean? Typically, using wood involves cutting down a tree.
What Aliva Wood does instead is collect pruning remnants from olive trees, which are usually destined to be burned as fuel for fireplaces and stoves, and repurpose them, giving them new life in the form of furniture and home accessories.
Currently, their collection includes 16 home furnishings, and they have recently started producing wooden panels suitable for crafting tables, desks, bookshelves, and various types of furniture.
New Generations: How do you ensure ongoing innovation and the future of an activity like yours, which requires mastery, specialization, and creativity?
We believe it’s crucial to involve young people from the local area in our work. This not only ensures continuity in production but, more importantly, allows us to pass down a craft that might otherwise disappear.
Young people are the future, not only for us but for craftsmanship as a whole.
Through which channels do you distribute such an excellent product? Who can truly convey the value of your product to the end customer?
We are currently working on establishing a retail network, for now exclusively in Italy. Starting in 2025, we plan to expand beyond national borders.
For us, it’s vital that our partners share our values—what makes us unique and defines us. This way, they can help us effectively reach the right target audience.
What are your target markets in Italy and abroad?
We have only been active for a year, and so far, our communication has intentionally focused solely on the Italian market.
We will be ready to expand into international markets, starting with Europe, only after we have optimized our production processes to be fully prepared for a larger market.
What new products will you present at Milano Home?
We believe 2025 will be a pivotal year for us. It will kick off with an important event like Milano Home, where we will unveil our living wood panels—created using a unique process that we are about to patent.
Arte in Olivo is more than a company; it is a family. Its legacy spans three generations, beginning with grandfather Pasquale Condò, who started in the forestry industry. His son expanded the business by specializing in parquet flooring and wooden objects, choosing olive wood as the primary material and bringing the business into the world of craftsmanship.
Today, Arte in Olivo is led by Michele and Pasquale Condò, the youngest of the family, born in 1990. Together, they carry forward a company that ranges from home decor to fashion accessories for men and women, continuously redefining what craftsmanship is and can be, evolving through decades and generations.
New Generations: How do you ensure continuous innovation and the future of a business like yours, which demands expertise, specialization, and creativity?
Before being a company, Arte in Olivo is a family—a family that works and lives guided by timeless values such as respect for enduring quality, love for one another, and cherishing the moments shared together.
To these values, we add passion, tradition, and innovation. These pillars allow us to adapt to the ever-changing demands of the market while staying true to what defines us. Our future lies in maintaining a balance between timeless virtues and a constant curiosity about what’s ahead.
Through which channels do you distribute such an excellent product? Who can truly convey the value of your product to the end customer?
Our main distribution channels are international fairs, where we showcase our 100% Made in Italy olive wood creations.
We believe our role extends beyond crafting objects; we aim to create pieces that become part of cherished memories and special moments for our customers.
What are your target markets in Italy and abroad?
Approximately 80% of our production is exported worldwide, with a particular focus on East Asian countries like Japan, South Korea, and Taiwan, as well as the United States and Northern Europe. The remaining 20% is distributed within Italy.
What new products will you present at Milano Home?
In the home category, we will introduce a range of kitchen utensils featuring innovative designs and vibrant colors.
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